Pinterest is a social network focused on delivering fashion and DIY ideas to people interested in the subject. Because of this, some businesses abandoned the platform as a marketing springboard. The social network intends to expand its marketing reach by the New Year with these three new features it has recently added.
“Lens Your Look:” People who find it difficult to choose the type of clothing to wear at work need not spend much time anymore. Instead of ruffling through their drawers, they can just take a photo and have Pinterest make suggestions. Optimizing around this feature is the new Pinterest marketing challenge.
Pincodes: These are QR codes that smartphones can scan. They contain linked content to specific boards. Businesses can publish Pincodes on print ads, flyers, and even magazines. Instead of publishing the content URL, scanning codes can definitely save more time for consumers.
Photo Search With Ads: It would seem Pinterest has overtaken Google with this idea. The search engine’s reverse image search does not contain any advertising. Pinterest’s idea allows individuals to upload a friend or celebrity’s photograph and discover details about the clothing and other accessories the friend or celebrity wore including the price. A powerful image-based search engine is seen as the holy grail of this generation.
If these three advanced features haven’t excited you, then it’s time to look at the advantages they can bring to your business.
Five Advantages Brought By Pinterest Today
Powerful Initial Funnel Stages
Lens Your Look, Pincodes, and photo search advertising accelerates your customers through your first two marketing funnel stages. Because their results show quick and inspiring solutions, they speed up to the last few areas of the Consideration stage after seeing the product’s appearance and prices. If you want to use these features, then you will definitely need invest in optimization.
Pinterest is unlikely to reveal the algorithm for Pinterest’s “Lens Your Look.” Digital marketing professionals will definitely take time to reverse-engineer the whole process. However, you can also perform your own experiments. Create a board with Rich Pins that show the price of your products. Then, create fashion sets with a common theme. Once Pinterest implements the feature, you can observe whether the social network takes your suggestions and incorporates it into their system.
Create New Experiences For Your Brand
It is true that “Lens Your Look” focuses on fashion. However, it can introduce an amazing positive experience for any user that finds your content as recommendations. Meanwhile, Pincodes can deepen the initial Awareness experience with rich content.
For example, a print ad can only show an individual product that looks amazing. Using a CTA that invites customers to see the entire collection through a Pincode is a unique experience. The positive feeling comes from seeing the fair prices of the product or the huge number of compelling items in the collection.
Photo search advertising is rigid compared to search engine marketing. However, if your product is indeed the one on display, you get a direct line to your Conversion stage. This allows you to focus on your after-sales and improving the last two levels of your funnel for maximum marketing potential.
Excellent Retargeting Features
E-commerce sites retarget their consumers by alerting them regarding the products in their cart. It can be a passing mention, such as retaining its contents until they clear their browser cookies. The site can also mention that before they leave, they should consider the new discount that just arrived.
Once Pinterest rolls out its new features, retargeting will become its most powerful feature. Photo search ads are already great opportunities. Because users will be curious about a friend or celebrity’s clothing, they want to know the price of such items. However, this time they won’t need to Google it. They can use an image of their friend or celebrity to do so. It is possible that Pinterest can allow direct product image searches, too.
Aside from referral retargeting, the social network can use its “Lens Your Look” feature that will allow users to save interesting fashion recommendations for later view. At one point, Pinterest users will definitely want to look up their previous recommended boards especially if they want to try a new style.
Better Ways To Showcase User-Generated Content
Pinterest has plenty of user-generated content. “Lens Your Look” can highlight these fashion collections. In short, it can create a new breed of influencers in the social network. Businesses can use this opportunity to seek out influencers with great potential and use them to create excellent boards suited for the three new features before they evolve as “feature favorites.”
It is likely that Pinterest will feature certain user-generated content. Your business can showcase these boards too. In fact, buying “premium boards” is a highly-likely future scenario and a great earning opportunity for certain content-generating Pinterest users.
Cross-Platform Marketing
These three new features can be published in print ads and magazines. High-definition televisions can also show Pincodes. As long as the codes are displayed accurately, consumers can scan the code using their smartphones and access the linked content on their smartphones.
This allows Pinterest marketing to cross borders and provide content through traditional marketing methods. For example, a fashion ad can have a Pincode for the other ideas of the designer or collections relevant to the mentioned content.
Lens Your Look and photo search advertising allows users to use photographs to look for relevant content. They can even see the prices of the items, proving once again that these new Pinterest features can accelerate your marketing funnel. Therefore, you can increase your conversions with proper use.